Shows
LevelUpChirag Ambwani | The data of LiveOps with Sensor TowerIn this LevelUp episode, Melissa Zeloof sits down with Chirag Ambwani, SVP Gaming & Entertainment at Sensor Tower, to discuss the data of LiveOps - how to measure them, their effect on games' long-term success, and how developers can use their LiveOps data to make better, more profitable games.
Chapters
(00:00:00) - Interview(00:00:29) - Stumbling Into the Game Industry(00:03:06) - Sensor Tower(00:04:56) - Sunstar on LiveOps & the(00:08:49) - Do Studios Over Focus on Monetization?(00:11:46) - How to Market Your Game to a Consumer(00:13:46) - First-Time User Experience(00:18:39) - What's A B Testing in LiveOps?(00:21:30) - Can We Predict Pl...
2025-10-2732 minLevelUpJohn Wright | The new mobile market according to John WrightIn this LevelUp episode, Melissa Zeloof sits down with John Wright, CEO at Turborilla and ex-VP of Mobile Games at Kwalee, to discuss his vision of the mobile gaming market. They explore the biggest trends impacting the industry, the role of AI in development, funding strategies, the evolution of hybrid games, and the potential of alternative app stores.
2025-06-0344 minLevelUpStefano Accossato | How TutoTOONS is using brand partnerships to drive growth for their biggest gamesIn this LevelUp episode, Melissa Zeloof sits down with Stefano Accossato, Head of Business Development at TutoTOONS. They discuss how TutoTOONS is thinking about IP and brand partnerships, the challenges and opportunities they face, and how they communicate the value of these partnerships to brands.
2025-02-2637 minLevelUpYi Gong | How Tilting Point is unlocking the value of D2C webstoresIn this LevelUp episode, Melissa Zeloof sits down with Yi Gong, VP of Growth at Tilting Point. They get into how Tilting Point is leveraging D2C webstores to drive new revenue streams, why Tilting Point decided to use a third-party platform for theirs, and how Yi sees the market's future.
2025-01-0727 minLevelUpBožo Janković | The new TCF 2.2 and CMPs: what you need to knowIn this LevelUp episode, Jess Overton sits down with Božo Janković, Head of Ad Monetization at GameBiz Consulting. Together, they dive into the new TCF 2.2 requirements, how to comply with them, what you need to know about Consent Management Platforms, and how to choose the right one for you.
Tune in here or read the highlights below:
https://www.is.com/community/podcasts/levelup/the-new-tcf-cmps-what-you-need-to-know/
2023-11-1332 minLevelUpPhillip Black | Roblox properly understood: lessons for virtual economiesIn this LevelUp episode, Melissa sits down with Phillip Black, Game Economist at Game Economist Consulting and a cohost of the Deconstructor of Fun podcast. Together, they dive into what makes a game economist, the differences between game economies and real-world economics, the success of Roblox, and what other apps can learn for their own virtual economies.
Tune in or read the highlights here:
https://www.is.com/community/podcasts/levelup/roblox-properly-understood-lessons-for-virtual-economies/
2023-10-1636 minLevelUpThe Unity Gaming Report | Diving in with the team behind itIn this LevelUp episode, Melissa sits down with Emory Irpan and Nathan TenBoer, Director of Operations, Consultancy, and Insights and Lead Partner Manager and Insights at Unity respectively - two of the minds behind the Unity Gaming Report. Together, they get into the data behind the gaming industry, what didn't make the cut, why 2D games are making a comeback, and the value of pretty charts.
Tune in or read the highlights here: https://www.is.com/community/podcasts/levelup/the-unity-gaming-report-diving-in-with-the-team-behind-it/
2023-05-2234 minLevelUpSophie Vo | Leadership in games: solving the human puzzle genreIn this LevelUp episode, Jasmine sits down with Sophie Vo, GM at Savage Games. Together, they dive into the the role of empathy in leadership, what leadership means and looks like in games, how to spot a leader in your team, and more.
Tune in or read the highlights: https://www.is.com/community/podcasts/levelup/leadership-in-games-solving-the-human-puzzle-genre/
2023-05-0440 minLevelUpLisa Brunette | Narrative in mobile games: why the story mattersIn this LevelUp episode, Melissa sits down with Lisa Brunette, Narrative Designer and Game Writer at Brunette Games. They take a deep dive into the importance of narrative, why gameplay should always come first, how to write for mobile games, and how (and why) Lisa gamified her gardening.
Tune in or keep reading for the highlights: https://www.is.com/community/podcasts/levelup/narrative-in-mobile-games-why-the-story-matters/
2023-04-1738 minLevelUpOm Tandon | UX in games: User-centered vs human-centered design In this LevelUp episode, Melissa sits down with Om Tandon, UX Director at UX Reviewer Games Consultancy. They dive into what makes good UX, the similarities between producing games and films, the differences between user and human-centered design, and how to put design thinking into practice.
Tune in or keep reading for the highlights: https://www.is.com/community/podcasts/levelup/ux-in-games-user-centered-vs-human-centered-design/
2023-04-0331 minLevelUpAnna Popereko | User motivations: Where game design and monetization meetIn this LevelUp episode, Melissa sits down with Anna Popereko, Game Design Consultant at ironSource from Unity. They talk about the importance of user motivations, what even are they, why they should be a part of your monetization strategy, and more.
Tune in or read the highlights here: https://www.is.com/community/podcasts/levelup/user-motivations-where-game-design-and-monetization-meet/
2023-03-2826 minLevelUpJosh Burns | Mastering the world of IPsIn this LevelUp episode, Melissa sits down with Josh Burns, Senior Director of Business Development at FunPlus. They get into the history of IPs in mobile games, what to look for in an IP, their role in 2023, Josh's advice for smaller studios looking to leverage them, and more.
Tune in here or read the highlights: https://www.is.com/community/podcasts/levelup/mastering-the-world-of-ips/
2023-03-2135 minLevelUpDanny Moy | Building a mobile gaming business strategyIn this LevelUp episode, Melissa sits down with Danny Moy, Chief Strategy Officer at SciPlay. They dive into the role of business strategy at mobile games studios, the secret to navigating M&As (from both sides), how to create long-term plans while working in a fast-changing industry, and a whole lot more.
Tune in here or read the highlights: https://www.is.com/community/podcasts/levelup/danny-moy-gaming-business-strategy/
2023-02-2230 minLevelUpDan Greenberg | AI and creatives: Now, later, and the far-futureIn this LevelUp episode, Melissa sits down with our very own maestro of creatives Dan Greenberg, Chief Design Officer at ironSource. They talk AI image generation, what it is, how it can be used now, and what it needs to truly change the game.
Tune in here or read the highlights: https://www.is.com/community/podcasts/levelup/dan-greenberg-ai-and-creatives/
2023-02-0935 minLevelUpMatej Lanacaric | Going off autopilot: Creating a culture of experimentation in UA teamsIn this episode of LevelUp, Melissa sits down with Matej Lancaric, UA consultant extraordinaire, host of the 2 & a half gamers podcast, and the king of no-BS actionable tips. Together, they dive into the rules, or lack of, of UA, what it takes to build a culture of experimentation from the outside, and Matej’s hottest takes.
Tune in here or read the highlights: https://www.is.com/community/podcasts/levelup/matej-lancaric-experimentation-in-ua-teams/
2023-01-1033 minLevelUpAppQuantum | Outsource vs In-house: The best way to build creatives in 2023In this LevelUp episode, Melissa gets into building the dream creative team with Vitaly Gladkov, Creative Department Lead at AppQuantum. They attempt to finally answer the question: does it just make sense to move your creatives all in-house? Bonus content includes: why do you need a creative team anyway?
Tune in here or read the highlights: https://www.is.com/community/podcasts/levelup/vitaly-gladkov-appquantum-building-creatives/
2022-12-0723 minLevelUpHypGames | The evolution of mobile sports gamesIn this episode of the LevelUp podcast, Mike Taramykin, CEO at HypGames, sits down with our host Melissa Zeloof, VP Marketing at ironSource. They discuss the evolution of sports games, including the challenges moving from console to F2P, how to work with licensors, and what to expect in the future.
Tune in here or read the transcript:https://www.is.com/community/podcasts/levelup/mike-Taramykin-hypgames-evolution-sports/
2022-11-2133 min
RCR Wireless NewsWell, technically… carriers need to participate in the app economy (Ep. 83)What is the app economy? And what role do service providers play in it? Tune in to hear Melissa Zeloof, VP of marketing at ironSource, answer these and other questions.
2022-11-0118 minLevelUpUserWise | The psychology of in-game personalizationIn this episode of LevelUp, Tom Hammond, CEO & Co-Founder of UserWise sits down with our host Melissa Zeloof, VP Marketing at ironSource. They discuss how game developers can better understand user psychology, putting user motivations into action within a game, and how game developers can utilize personalization with LiveOps.
Tune in here or read the transcript: https://www.is.com/community/podcasts/levelup/tom-hammond-userwise-in-game-personalization/
2022-10-1327 minLevelUpDeconstructor of Fun | Blockchain Gaming, Pt 5: What the industry needs to do to make Blockchain Games mainstreamIn this episode of LevelUp, our host Melissa Zeloof, VP Marketing at ironSource, sits down with Deconstructor of Fun's Javier Barnes and Ethan Levy, host of the Deconstructor of Fun Podcast.
They discuss why developers and gamers should start utilizing blockchain, the main challenges keeping blockchain from becoming an industry standard, and what exactly gaming industry leaders need to do to bring blockchain to the mainstream.
Tune in here or read the transcript: https://www.is.com/community/podcasts/levelup/blockchain-king-deconstructor-of-fun/
2022-09-1936 minLevelUpBusiness Evolution | Blockchain Gaming, Pt 4: Blockchain and the MetaverseBlockchain and gaming and the metaverse? Oh my. Elad Yakobowicz, Founder at Business Evolution explores the state of the metaverse today and how blockchain games have managed to integrate into this vast digital world.
Elad is interviewed by Melissa Zeloof, VP Marketing at ironSource and Anton Backman, Principal at Play Ventures. They dive into the metaverse, what connects it to blockchain gaming, and what this collaboration could mean for the future of technology.
Tune in here or keep reading for the edited highlights: https://www.is.com/community/podcasts/levelup/blockchain-metaverse-business-evolution/
2022-03-1041 minLevelUpPlaymint | Blockchain Gaming, Pt 3: Life as a CEOWhat’s it like to build a blockchain company from the ground up? Hear it straight from the source. David Amor, CEO at Playmint - a blockchain gaming company founded in 2021 - discusses what it's like to be on the frontline of the blockchain gaming revolution.
David is interviewed by Melissa Zeloof, VP Marketing at ironSource, Anton Backman, Principal at Play Ventures, and Kenrick Drijoningen, General Partner at Play Ventures, where they explore building his company, modern blockchain gaming technology, and comparing blockchain vs traditional gaming.
Tune in here or keep reading for the edited hig...
2022-03-0538 minLevelUpPlaymint | Blockchain Gaming, Pt 2: Community BuildingWe’re back for the second episode of our blockchain gaming mini-series - this time we’re exploring how online communities are set to shape the future of blockchain games. Join Melissa Zeloof, VP Marketing at ironSource, along with Anton Backman and Kenrick Drijoningen from Play Ventures, and our guest Jon Jordan, Consultant at Playmint, for the conversation.
Together they explore the ins and outs of Discord communities, the biggest challenge traditional game developers have in the space, and the dichotomy between performance marketing and community building.
Tune in here or keep reading for the edited...
2022-03-0342 minLevelUpPlay Ventures | Blockchain Gaming, Part 1: The FundamentalsIt’s the buzzword on everyone’s lips: blockchain games. Melissa Zeloof, VP Marketing at ironSource, kicks off the first episode in a new mini-series all about blockchain gaming, along with Anton Backman and Kenrick Drijoningen from Play Ventures - a games VC with promising blockchain games in their portfolio.
Together, they review clear and concise definitions of key blockchain gaming terms, top companies to watch in the space, trends and predictions for the future, as well as the practicalities of producing a blockchain game.
Tune in here or keep reading for the edited highlights: https...
2022-02-2232 min
The Mobile User Acquisition Show🔮The Mobile Growth Crystal Ball 2022: Predictions Part 2: Homecoming of the creative process (Melissa Zeloof, ironSource); Newer UA sources in the gang (Nataliia Drozd, Fabulous); Alternate payment methods (Jerome Turnbull, AppLovin) 📦Will creative processes march back in-house?Is the grass greener on the other side of Facebook UA?How are game developers going to look at payments on gaming apps?The second episode of the Mobile Growth Crystal Ball series is out. Today we’re thrilled to share predictions by Melissa Zeloof (ironSource) on bringing creative processes in-house, Nataliia Drozd (Fabulous) on newer UA channels and Jerome Turnbull (AppLovin) on alternate payment options for gaming apps.KEY HIGHLIGHTS🕶 Creatives become more important with the automation of UA 💼 En...
2021-12-2111 minLevelUpDouble Loop Games | Indie Series, Part 5: Founding a Mobile Game StudioIn the fifth episode of our "What I Wish I Knew When" series for indie developers, Melissa Zeloof is joined by Emily Greer, founder and CEO of Double Loop Games, who also co-founded Kongregate over a decade ago with her brother. Emily discusses her experience establishing a new games studio and key tips for developers looking to do the same.
2021-03-1831 minLevelUpGamesBiz | Indie Series, Part 3: Getting Started with Mobile Game MonetizationIn the fourth episode of “What I Wish I Knew When...”, our series for indie developers, Melissa Zeloof is joined by Bozo Jankovic, who heads up Business Development at GamesBiz Consulting. Bozo and his team spend a lot of time working with indie developers to strengthen their game's monetization performance, so we thought it would be a good idea to pick his brains on this topic and discuss what he wishes he knew about game monetization earlier on in his career, to help devs who are just started out themselves get on the right track.
2021-02-1125 minLevelUpUnity | Gametech, Part 3: The Insider's PerspectiveSally Lu, Director of Customer Success at Unity, joins Melissa Zeloof to discuss the role of Unity and gametech more generally in the games industry, and what we might expect for the future.
2020-12-2823 minLevelUpMighty Bear Games | Indie Series, Part 3: Identifying Million Dollar Game ConceptsSimon Davis, Co-Founder and CEO at Mighty Bear Games, joins Melissa Zeloof in our "What I wish I knew when..." series to talk about his process for identifying and evaluating new game concepts, the learning curve he's experienced, and how to avoid bias
2020-11-0522 minLevelUpFacebook Audience Network | The Innovations of In-Game AdvertisingHost Melissa Zeloof is joined by Nate Morgan, Global Gaming Lead at Facebook Audience Network, to discuss the rise of in-game ads and the key innovations in this space, the shift to hybrid monetization models, and the opportunities in-app bidding opens up for developers.
2020-10-2956 minLevelUpHiro Capital, Barclays | Gametech, Part 2: The Investor PerspectiveMelissa Zeloof is joined by Spike Laurie, Venture Director at Hiro Capital, and Mario Lu, VP at Barclays and Lead Analyst for video game stocks. We’ll be talking about the game investment landscape, the gaming industry and its relationship to gametech, and how gametech is spilling over to other industries.
2020-10-2248 minLevelUpStarberry Games | Indie Series, Part 2: What I Wish I Knew When Pitching to InvestorsThis is the second episode in our series for indie developers called, “what I wish I knew when.” Host Melissa Zeloof welcomes Antti Hattara, the CEO and co-founder of Starberry Games, the developer behind the hit idle game, Coffee Corp, and winner of ‘Best Indie Developer’ Award at the Pocket Gamer Mobile Games Awards in 2019. We’ll be talking about what he wishes he knew when first pitching to investors and getting funding for his startup.
2020-10-1323 minLevelUpLockwood Publishing | Avakin Life, the Metaverse, and Games as Social MediaOliver Kern, Chief Commercial Officer at Lockwood Publishing, who are behind the hit mobile game Avakin Life, joins Melissa Zeloof to discuss the challenges of building a “virtual world” game (how does one integrate a live music concert from a real life pop star into a mobile game?!), how they scaled their daily active users to 1.5M, the metaverse, and games as the new social media.
2020-10-0828 minLevelUpCNN, PocketGamer | Gametech, Part 2: The Journalist PerspectiveMelissa Zeloof is joined by Ric Cowley, Editor of PocketGamer.biz, and Shannon Liao, reporter at CNN Business, to discuss the key happenings and trends in the gaming industry and in the gametech ecosystem behind it. As journalists covering gaming, they have a special inside-outside view of the industry, which made this a fascinating discussion. We cover gaming’s role in the entertainment world, how it adapted so well to COVID-19, Apple vs Epic Games, the importance of gametech, and much more.
2020-10-011h 01
Out of the BoxRevenue and Growth: Pillars of a Business | Mike Brooks, WeatherBugHow do revenue and growth teams interact with each other? And what's the best way to set them up for success? Listen to our host Melissa Zeloof, and guest Mike Brooks, SVP of Revenue at WeatherBug, dive into these two pillars that according to Mike, are the foundation for a strong business. Tune into the podcast to hear more about Mike’s out of the box marketing strategies, or read the edited highlights below: http://outofthebox.ironsrc.com/podcasts/mike-brooks/
2020-08-2730 minLevelUpVGames | Unearthing the Next Generation of Gaming UnicornsEitan Reisel, former lead in Google’s gaming division and founder of VGames, an investment firm focused specifically on unearthing the next generation of Israeli and Eastern European gaming unicorns, joins to discuss the investment opportunities in these ecosystems, the biggest trends in gaming, the importance of gametech, and much more.
2020-08-2630 minLevelUpSeenax | Indie Series, Part 1: What I Wish I Knew When Choosing a Game PublisherThis is the first episode in our new series for indie developers called, “what I wish I knew when.” Host Melissa Zeloof welcomes Gabriel Coriiu, Co-Founder of Seenax Oy and the developer behind the hit game, Hide and Seek. Gabriel will be talking about what he wishes he knew when choosing a publisher and about his journey to launching a hit hyper-casual game.
2020-07-2817 minLevelUpNewzoo | Gametech, Part 1: How Gametech is Fueling the Industry's GrowthNewzoo's CEO Peter Warman, and Market Lead of Game Developers and Publishers, Tyler Long, discuss the rapidly growing gametech ecosystem, how they mapped it out, and where it's headed.
2020-07-2139 minLevelUpironSource | Creative Operations, Part 3: How to Make High Impact Ad CreativesMelissa Zeloof welcomes Noa Eckstein, Director of Creative Performance at ironSource Luna, to discuss all things in-ad data, including Playworks' process for optimizing ad creatives for some of the industry's biggest names.
2020-07-1420 minLevelUpironSource | Creative Operations, Part 2: How to be a Creative SpongeElad Gabison, Creative Lead at ironSource Luna, discusses his process for sparking ideas and producing ad creatives for world class mobile games. Read the transcript: https://www.ironsrc.com/podcasts/how-to-be-a-creative-sponge/
2020-07-0918 minLevelUpironSource | Creative Operations, Part 1: How to Build a World Class Creative TeamDan Greenberg, Chief Design Officer at ironSource and founder of its in-house ad creative studio Playworks, discusses the world of ad creatives in the gaming industry, where it is headed, and how he built a world-class creative team that’s produced over 4,000 creatives for games ranging from Call of Duty Mobile to Homescapes. Read the transcript: https://www.ironsrc.com/podcasts/how-to-build-a-world-class-creative-team/
2020-07-0220 minLevelUpLudiqueWorks | Emerging Markets with Newzoo, Part 4: Sub-Saharan AfricaThis is the fifth episode in our Emerging Markets mini-series, co-hosted with Tom Wijman, Senior Games Market Analyst at Newzoo. Founded in 2007, Newzoo is an intelligence provider for the games and eSports industries, providing data across both global and local markets.
Our guest this episode is Douglas Ogeto, Co-Founder and CEO at LudiqueWorks, Africa’s fastest-growing game publishing company. LudiqueWorks is also a game development accelerator and dedicated game fund for the African market. Listen to the podcast or skim the edited highlights: https://www.ironsrc.com/podcasts/gaming-in-sub-sarahan-africa/
2020-06-0629 min
Marketers In CapesMarketing Multiple B2B Brands (Well): Melissa Zeloof, VP Marketing at ironSourceEvery B2B marketer I know is incredibly jealous of slim, streamlined B2C products that offer one service to one type of buyer. Throw in stacks of products for multiple buyers, a few acquisitions, massive B2B scaling...and the brand life for marketers gets rough.
In this episode, we dive deep with Melissa Zeloof, the VP Marketing at ironSource, to understand how she navigates the brand terrain. In just under ten minutes we cover:
The approach that stopped ironSource from Lowest Common Denimonator-ing themselves to death, how a brand land and expand model works
, two marketing strategies she...
2020-06-0209 minLevelUpironSource | Growth Loop, Step 3: Optimizing MonetizationCatch Melissa Zeloof chatting with VP Growth Yevgeny Peres all about Step 3 of the Growth Loop - optimizing monetization and maximizing LTV. Yevgeny explains which KPIs are important to track and when, best practices for optimizing engagement and revenue, a better way to look at ad monetization products (hint: it's not all about the money), and guidelines for setting up meaningful A/B tests. Listen here or read the transcript: https://www.ironsrc.com/podcasts/step-3-growth-loop-optimize-monetization/
2020-05-2632 minLevelUpGazeus Games | Emerging Markets with Newzoo, Part 4: Latin AmericaThis is the fourth episode in our Emerging Markets mini-series, co-hosted with Tom Wijman, Senior Games Market Analyst at Newzoo. Founded in 2007, Newzoo is an intelligence provider for the games and eSports industries, providing data across both global and local markets.
Our guest this episode is Etienne Guebriant, Head of UA at Gazeus Games, a top gaming company in Brazil. Etienne’s been in the gaming industry for years - starting out at 18 as a pro eSport player for World of Warcraft. Listen to the podcast or skim the edited highlights: https://www.ironsrc.com/podcasts/latam-game-market-latin-america/
2020-05-0636 minLevelUpAlictus | Emerging Markets with Newzoo, Part 3: TurkeyThis is the third episode in our Emerging Markets mini-series, co-hosted with Tom Wijman, Senior Games Market Analyst at Newzoo. Founded in 2007, Newzoo is an intelligence provider for the games and eSports industries, providing data across both global and local markets.
Our guest this episode is Emre Tas, CEO of Alictus, a top hyper-casual gaming company in Turkey. Listen to the podcast or skim the edited highlights: https://www.ironsrc.com/podcasts/a-mature-market-analyzing-the-turkish-game-developer-scene/
2020-05-0132 minLevelUpGames2Win | Emerging Markets with Newzoo, Part 2: IndiaThis is the second episode in our Emerging Markets mini-series, co-hosted with Tom Wijman, Senior Games Market Analyst at Newzoo. Founded in 2007, Newzoo is an intelligence provider for the games and eSports industries, providing data across both global and local markets.
Our guest this episode is Tejas Shah, Head of Distribution and Revenue at Games2Win, a leading Indian mobile games publisher with over 290 million downloads. Listen to the podcast or skim the edited highlights: https://www.ironsrc.com/podcasts/breaking-down-the-indian-gaming-market/
2020-04-2150 minLevelUpAmanotes | Emerging Markets with Newzoo, Part 1: Southeast Asian Gaming MarketThis is the first episode in our Emerging Markets mini-series, co-hosted with Tom Wijman, Senior Games Market Analyst at Newzoo. Our guest this first episode, which is all about the Southeast Asia gaming market, is Rahul Ravindranath, Monetization Specialist at Amanotes, a music gaming company located in Vietnam. Listen to the podcast below or skim the edited highlights: https://www.ironsrc.com/podcasts/diving-into-the-southeast-asian-gaming-market/
2020-04-1632 minLevelUpSimpool | How to Balance and Design Your Game EconomyIn this episode of LevelUp, Guy Bar Sade, co-founder and CEO at Simpool, breaks down everything around building in-game economies. Guy offers tips to balance the game economy, how game teams should define their KPIs, and common mistakes he sees from game developer companies, and how to create a company culture based on data. Read the edited highlights here: https://www.ironsrc.com/podcasts/how-to-balance-your-in-game-economy/
2020-03-2631 minLevelUpironSource | Growth Loop, Step 2: Monetizing F2P GamesIn the third episode of LevelUp’s Growth Loop mini-series, ironSource’s VP Growth Yevgeny Peres walks us through Stage 2 of the Growth Loop: Monetization. Yevgeny explains to us that the Growth Loop is just as valuable for IAP-based games as ad-based games, best practices for setting up rewarded video and interstitials, and key metrics to keep track of and monetization tests to conduct. Read the edited highlights here: https://www.ironsrc.com/podcasts/breaking-down-the-growth-loop-part-2/
2020-02-2537 minLevelUpApp Annie | Discoverability is Just Half the ASO BattleGetting people to your app store page is just half the ASO battle. How do game marketers make sure they’re also setting up their app store page for conversion. Lexi Sydow, Senior Market Insights Manager at App Annie, sits down with Melissa to discuss everything app store optimization, including best practices, common mistakes game marketers make, and the difference between optimizing for discoverability and optimizing for conversion. Read the edited highlights here: https://www.ironsrc.com/podcast/understanding-discoverability-and-conversion-in-aso-for-games
2020-02-1231 minLevelUpironSource | Growth Loop, Step 1: Starting with UA, Not MonetizationIn the second episode of LevelUp’s Growth Loop mini-series, ironSource’s VP Growth Yevgeny Peres walks us through Stage 1 of the Growth Loop: User Acquisition. Yevgeny argues why game developers should start the cycle with user acquisition as opposed to game monetization, offers best practices for maximizing key metrics like IPM, and shares how game development teams can increase production by improving the relationship between monetization and UA.
Skim the edited highlights here: https://www.ironsrc.com/podcasts/breaking-down-the-growth-loop-step-1-starting-with-ua
2020-02-0632 minLevelUpMammoth Media | Creating Mobile Content and Games for Gen ZBenoit Vatere, CEO and Founder at Mammoth Media, joins ironSource's Melissa Zeloof on LevelUp to talk everything Gen Z. Who are they? What do they care about? How can game developers and brands appeal to them? And what sort of content do they love? Tune in to find out, or read the edited highlights here: https://www.ironsrc.com/podcasts/creating-mobile-content-gen-z/
2019-12-2334 minLevelUpPlaytika | How a Single Games Company Monetizes Multiple GenresAdi Shalom, Ad Monetization Team Leader at Playtika, joins ironSource’s Melissa Zeloof to discuss all things monetization, including how his team is structured, their weekly habit for success, tips for optimizing the waterfall, and more. Read the edited highlights here: https://www.ironsrc.com/podcasts/how-a-single-studio-monetizes-multiple-game-genres/
2019-12-0523 minLevelUpKetchapp, Mobilityware, Jam City, Kwalee | Merging Monetization and MarketingLive from Gamefest 2019 in the Negev Desert, Melissa chats with Chandra Macias Hill from Mobilityware, Fabian Hersen from Ketchapp, Brian Sapp from Jam City, and Jason Falcus from Kwalee to hear how each of their companies tackles monetization and marketing - is it one unit or separate? Does connecting the two actually scale activities? Read the edited highlights here: https://www.ironsrc.com/podcasts/merging-monetization-and-marketing-teams/
2019-11-2118 minLevelUpGameloft, Halfbrick, Social Point, Random Logic | In-App Bidding and the Future of App MonetizationLive from Gamefest 2019 in the Negev desert, Melissa from ironSource gets together with Andrew Stone from Random Logic, Jane Anderson from Gameloft, Shainiel Deo from Halfbrick, and Sofia Gilyazova from Social Point to discuss in-app bidding and the future of app monetization. Is in-app bidding really poised to change monetization? Find out. Read the edited highlights here: https://www.ironsrc.com/podcasts/in-app-bidding-and-the-future-of-monetization/
2019-11-2110 minLevelUpNeon Play, Playrix, Madbox | Trends for Mobile Game CreativesLive from Gamefest 2019 in the Negev Desert, Melissa from ironSource interviews Oli Christie from NeonPlay, Alexander Derkach from Playrix and Jean Nicholas Vernin from Madbox about top creatives trends they've seen this past year, and their thoughts for what's about to come in 2020. Read the edited highlights here: https://www.ironsrc.com/podcasts/trends-in-mobile-game-creatives-2019/
2019-11-2114 minLevelUpNBCU | Game Analysis and Building the Right Data Infrastructure for F2P GamesAndrew Waag, Manager of Data Analytics at NBC Universal and Victor Wang, Senior Product Manager Mobile Games at NBC Universal joins Melissa Zeloof from ironSource and Joe Kim from GameMakers.com on LevelUp: Game Product Managers Edition. Tune in to hear them talk about best practices for building data infrastructures for free-to-play games, tips for setting up the right KPIs, and common mistakes in game analyses. Read the edited highlights: https://www.ironsrc.com/podcasts/game-analysis-and-building-the-right-data-infrastructure-for-free-to-play-games/
2019-10-3056 minLevelUpQuantic Foundry | Analyzing Gamer Behavior, Psychology, and MotivationsNick Yee, Co-Founder at Quantic Foundry, explains how the gaming industry is beginning to standardize user behavior analysis and breaks down the 12 factors that motivate gamers to keep playing. Plus, he reveals the biggest surprise his team discovered in their research on player psychology and how game developers can leverage it to their advantage. Read the edited highlights: https://www.ironsrc.com/podcasts/analyzing-gamer-behavior-psychology-motivations/
2019-10-1043 minLevelUpSquare Enix | Behavioral Economics in Games: Monetizing Tightwads, Spendthrifts, and the UnconflictedPaula Neves, Product Manager at Square Enix, breaks down the principles behind behavioral economics and how they can be applied to monetize free-to-play games - for both in-app purchases and ads. Read the edited highlights here: https://www.ironsrc.com/podcasts/monetizing-f2p-games-behavioral-economics/
2019-10-0231 minLevelUpVoodoo | Creating a Culture Code for Winning Game TeamsSophie Vo, Game Lead at Voodoo, joins Melissa Zeloof from ironSource and Joe Kim from GameMakers on LevelUp: Game Product Managers Edition. Find out what DNA really stands for, the cost of being unaligned, best practices for recruiting your dream team, and how to implement a great team culture. Read the edited highlights here: https://www.ironsrc.com/podcasts/creating-a-culture-code-for-winning-game-teams/
2019-09-1830 minLevelUpUken | How to Identify and Evaluate New Game ProjectsConrad McGee-Stocks, Director of Growth at Uken Games, joins Melissa Zeloof from ironSource and Joe Kim from GameMakers.com on LevelUp: Game Product Managers Edition. Tune in to hear them talk about best practices for identifying and evaluating new game products, including idea funnels, trend analysis, and market tests. Read the edited highlights here: https://www.ironsrc.com/podcasts/how-to-identify-and-evaluate-new-game-projects/
2019-09-1131 minLevelUpN3twork, Smule | How Game Product and UA Teams Can Work Better TogetherNext in our GPM series, Nebojsa Radovic, Director of Performance Marketing at N3twork, and Jon Lau, Director of User Acquisition at Smule discuss why it’s so important for UA and PMs to collaborate effectively and steps for building that relationship. Read the edited highlights here: https://www.ironsrc.com/podcasts/game-product-ua-work-better-together/
2019-09-0435 minLevelUpironSource | Why Game Growth is a Loop and not a FunnelYevgeny Peres, VP Growth at ironSource, explains why game developers just look at growth as a funnel and not a loop, how he came up with the concept, and how developers can start implementing it into their growth strategy. Read the edited highlights here: https://www.ironsrc.com/podcasts/game-growth-loop-not-funnel/
2019-08-2931 minLevelUpLucky Kat Studios | How an Indie Developer Reached #1 with Nothing but BootstrapsHerdjie Zhou co-founder and CEO of Lucky Kat Studios, speaks about the process of building his own gaming studio from the buttom up and how they got to first place on the top charts without any paid user acquisition. Read the edited highlights here: https://www.ironsrc.com/podcasts/how-an-indie-developer-reached-number-one/
2019-08-0720 minLevelUpGameMakers | How Root Cause Analysis Optimizes Game DesignLevelUp is kicking off our new miniseries on game product management with Joe Kim, founder at GameMakers. In this pilot episode, Joe breaks down how and why product managers should do root cause analyses. Read the edited highlights here: https://www.ironsrc.com/podcasts/how-does-root-cause-analysis-optimize-game-design/
2019-08-0634 minLevelUpHoma Games | How to Make Hyper-Casual Games, Part 4: Checking InNext up in our hyper-casual series, Vincent Hart de Keating, Managing Director at Homa Games gives us an update on genre and where it stands in the wider gaming indstry. It's been more than a year since hyper-casual took off. Is it starting fade or just getting steam? Read the edited highlights here: https://www.ironsrc.com/podcasts/how-to-make-hyper-casual-games-part-4-hyper-casual-check-in/
2019-06-2315 minLevelUpSocial Point | Transitioning to an In-App Bidding WorldSofia Gilyazova, Ad Monetization Manager at Social Point, talks everything in-app bidding - from challenges and drawbacks to benefits and brands coming on board. Read the edited highlights here: https://www.ironsrc.com/podcasts/transitioning-to-an-in-app-bidding-world/
2019-06-0618 minLevelUpJam City | How to Secure an IP for Your Mobile GameBrian Sapp, VP User Acquisition at Jam City, discusses how to conquer IPs in games, including the pros of partnerning with IPs, how game developers can get an IP, the ideal marketing strategy for them, and more. Read the edited highlights here: https://www.ironsrc.com/podcasts/how-to-secure-an-ip-for-your-mobile-game/
2019-06-0228 minLevelUpTactile Games | The Evolution of Puzzle GamesChristophe Carvenius, Head of Insights at Tactile Games, runs through the evolution of the casual puzzle game genre while giving a deep dive into the psychology and motivation for playing puzzle games. Read the edited highlights here: https://www.ironsrc.com/podcasts/the-evolution-of-casual-puzzle-games/
2019-03-1434 minLevelUpRandom Logic | How to Monetize and Advertise Word GamesAndrew Stone, President at Random Logic Games, shares best practices for monetizing, advertising, and designing word games. What demographic plays word games most? Which ad unit performs best? And should you run competitior ads? Read the edited highlights here: https://www.ironsrc.com/podcasts/monetize-advertise-word-games/
2019-01-3016 minLevelUpKwalee | How to Make Hyper-Casual Games, Part 3: MarketingIn our next installment of our dedicated hyper-casual series, Ryan Davies, Digital Marketing Manager at Kwalee, tells us how his team runs successful user acquisition campaigns for hyper-casual games, which tools they rely on, and his thoughts on failing (hint: it's key). Read the edited highlights here: https://www.ironsrc.com/podcasts/whats-the-hype-with-hyper-casual-games-part-3-marketing/
2019-01-1322 minLevelUpMiniclip | The Future of Programmatic MediationPieter Kooyman, Chief Advertising Officer at Miniclip, sets the record straight on programmatic mediation and predicts what the mobile games industry can expect to see in the near future. Read the edited highlights here: https://www.ironsrc.com/podcasts/the-future-of-programmatic-mediation/
2019-01-0119 minLevelUpMobile Free to Play | How to Make Hyper-Casual Games, Part 2: Trends and InsightsNext in our series on hyper-casual games, Tom Kinniburgh, a mobile consultant for game studios who also runs the popular blog Mobile Free to Play, walks us through the history of hyper-casual, monetization and user acquisition best practices, and what it's like with game publishers. Read the edited highlights here: https://www.ironsrc.com/podcasts/whats-the-hype-with-hyper-casual-games-part-2-trends/
2018-12-1825 minLevelUpMAG Interactive | How to Make Hyper-Casual Games, Part 1: Hyper-Casual Game DesignDiscover the basics of how to make, design, plan and develop hyper-casual games with hyper-casual game idea fundamentals on this episode of LevelUp.Paul Woodbridge, Director of Design at MAG Interactive, shares what goes into designing a hyper-casual game, his team’s development process and standard KPIs, best practices, and the future of the hyper-casual genre. Read the edited highlights here: https://www.ironsrc.com/podcasts/how-to-make-hyper-casual-games-part-1-designing/
2018-12-1122 minLevelUpironSource | The Next Generation of Designing Interactive Mobile AdsDan Greenberg, Chief Creative Officer at ironSource, shares what goes into designing hit playable ads, discusses where we can expect to see AR pop into mobile gaming, and reveals the game studio he admires most (spoiler - they build games for toddlers). Read the edited highlights here: https://www.ironsrc.com/podcasts/the-next-generation-of-interactive-mobile-ads/
2018-10-1721 minLevelUpGram Games | User Acquisition for Mobile GamesTatyana Bogatyreva, Head of User Acquisition at Gram Games, discusses mobile user acquisition strategy and the differences between UA in ad-driven games and IAP-heavy titles. Tatyana gives advice on cracking UA with limited resources, and reveals why understanding monetization is imperative for executing a strong UA strategy. Read the edited highlights here: https://www.ironsrc.com/podcasts/cracking-user-acquisition-strategies-for-iap-and-ad-driven-titles/
2018-10-0218 minLevelUpZeptolab | Balancing Ad Monetization with User ExperienceJane Anderson, Head of Ad Monetization at Zeptolab, shares how she’s seen the game industry change over the last few years, provides insights on how to successfully balance user experience with ad monetization, and discusses the huge potential for brand advertisers in the gaming space. Read the edited highlights here: https://www.ironsrc.com/podcasts/balancing-ad-monetization-with-user-experience/
2018-09-0320 minLevelUpKolibri Games | How To Make An Idle Game: Idle Game DesignJoin Nate Barker, Director of Biz Dev at Kolibri Games, in talking about idle games. Learn strategies for making and designing idle games that will monetize. Learn more here: https://www.ironsrc.com/podcasts/designing-idle-games-for-active-players/
2018-08-1929 minLevelUpPixelberry | The Social Impact of GamingCarissa Gonzalez, User Acquisition Manager at Pixelberry, shares her insights on everything from being a woman in the game industry, to how we've seen game marketing evolve, and how you always need to question the data. Read the edited highlights here: https://www.ironsrc.com/podcasts/the-social-impact-of-gaming/
2018-06-1123 minLevelUpGram Games | Setting Company Culture as a Business ImperativeErin O'Brien, Head of Culture at Gram Games, discusses what it means to set company culture as a business imperative and shares her secret sauce for nurturing a strong community in the workplace. Read the edited highlights here: https://www.ironsrc.com/podcasts/setting-company-culture-business-imperative/
2018-05-1723 minLevelUpGameIS | Building Great Game CommunitiesNir Miretzky, Chairman of GameIS, covers everything on what it takes to establish and maintain strong game communities and illustrates the trends and challenges in developing mobile games. Read the edited highlights here: https://www.ironsrc.com/podcasts/building-great-game-communities/
2018-05-1533 minLevelUpNexon | Bridging East and West in GamingWarren Woodward, Director of User Acquisition at Nexon, shares his insights on mobile user acquisition, the importance of soft launches (can you get away without one?) and what it’s like bringing games from East to West and vice versa. Read the edited highlights here: https://www.ironsrc.com/podcasts/bridging-east-and-west-in-gaming/
2018-04-1035 minLevelUpDeconstructor of Fun | The Rise of Hyper-Casual and Other 2018 Gaming TrendsHear Mishka Katkoff, Director of Product Management at Rovio and the founder of gaming blog Deconstructor of Fun share his predictions for the gaming industry in 2018 (will AR mature this year?), and discuss whether we've hit a peak with hyper-casual games. Read the edited highlights here: https://www.ironsrc.com/podcasts/the-rise-of-hyper-casual-2018-gaming-trends/
2018-03-0636 minLevelUpKongregate | The Monetization and Marketing LoopTune in to hear how Jeff Gurian, VP Ad Monetization and Marketing at leading game publisher Kongregate, views the monetization and game marketing loop, what's going to happen to user acquisition, and whether we're going to see more major game companies invest in TV. Read the edited highlights here: https://www.ironsrc.com/podcasts/the-monetization-and-marketing-loop/
2018-02-0727 min